Music Industry: African musicians bring fresh influences back to the U.S.

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03:04

African music has influenced western music both directly and indirectly for generations. And a new crop of African musicians are determined to move beyond that by persuading the rest of the world to enjoy their music on its own terms. CGTN's Owen Fairclough reports from the South by Southwest music festival.

Olanrewaju Ogunmefun found his voice as a teenage lead tenor in his Nigerian church choir.

"It was a music foundation but I levelled out with rap."

As Vector the Viper he's one of Nigeria's stars and part of an African contingent bringing their sound to the U.S. while overturning stereotypes.

OLANREWAJU OGUNMEFUN VECTOR THE VIPER "While I was studying philosophy I hated the fact that my lecturers always said the Western world didn't think Africans could rationalize enough to have a philosophy. And that rubbed off wrongly on me. And I thought through my music I'll show the world Africans can reason."

Vector is one of three dozen artists playing the biggest showcase of African music ever seen at South by Southwest in Texas, a southern state whose sounds owe so much to Africa.

OWEN FAIRCLOUGH AUSTIN, TEXAS "The slave trade brought Africans to the United State and with them influences on all kinds of music, from blues to jazz, to hip hop. But if Africa's cultural impact on the US is undeniable, there seems to be less political engagement by the current administration."

President Donald Trump may have hosted African leaders at the White House.

But derogatory comments remarks about some African countries caused significant diplomatic fallout, though Vector seems, well, philosophical about it.

OLANREWAJU OGUNMEFUN VECTOR THE VIPER "Ahhh, it's the norm. Africa has been frowned upon over the years. Africa has been condescended upon over the years. I'm aware of that, but I'm also aware that away from all that, there's greatness too."

Just ask Rihanna and Drake - megastars who've both collaborated with the likes of Nigeria's Wizkid, prompting American record label RCA to sign him to a multi-album deal.

Great exposure in the U.S. - but also an opportunity to grow fanbases in places like Nigeria and South Africa whose young populations are willing to spend on new mobile streaming services.

HAKEEM CONDOTTI, CHIEF EXECUTIVE BAVENT STREET LIVE MUSIC PROMOTERS "The market for them is actually in Africa. If you make enough noise, enough good music, you have the numbers. And once the brands pay attention, once the media pays attention, then you have this stage."

Owen Fairclough, CGTN, Austin, Texas.